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O papel do design gráfico na comunicação cultural: Estágio curricular n’A Oficina
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| 39.17 MB | Adobe PDF |
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Abstract(s)
Este relatório apresenta um processo investigativo generativo desenvolvido no âmbito do estágio curricular realizado na Equipa de Comunicação d’A Oficina, enquadrado no Mestrado em Design Gráfico. O estudo centra-se no papel do design gráfico na criação de estratégias de comunicação inclusivas para espaços e eventos culturais, abordando os desafios e oportunidades de equilibrar identidades locais com as expectativas de públicos internacionais no contexto de uma cultura glocal.
A globalização trouxe novas dinâmicas culturais que desafiam o design gráfico a comunicar de forma universal sem comprometer as especificidades culturais. O design inclusivo surge, neste contexto, como uma abordagem que procura representar diferentes identidades e promover a acessibilidade cultural. O design gráfico pode atuar como uma ferramenta para preservar e comunicar identidades culturais e equilibrar a globalização com a singularidade local. Num contexto de crescente homogeneização cultural, o desafio reside em criar estratégias visuais
que sejam universais e representativas.
A metodologia adotada combina uma abordagem mista, subdividida em investigação não intervencionista e exploratório, e uma componente de investigação ativa generativa de acordo com os métodos descritos por Martin e Hanington (2012). A componente exploratória incluiu uma revisão da literatura que sustentou o enquadramento teórico, bem como um estudo de caso que analisou elementos de comunicação visual sob a perspetiva da cultura e do sistema de identidade visual. Já a investigação generativa foi conduzida através da realização de projetos de design e implementados durante o estágio curricular, permitindo observar diretamente e analisar as soluções de design gráfico desenvolvidas em contexto real.
Os resultados desta investigação através de projeto de design sublinham a importância do design gráfico como uma ferramenta de inclusão e conexão cultural. O equilíbrio entre a preservação de identidades culturais e a adaptação a dinâmicas globais requer uma abordagem sensível e estratégica, de modo a fomentar o diálogo intercultural e a valorização das organizações e eventos.
Abstract: This report presents an generative investigative process developed during the curricular internship at A Oficina, as part of the Masters in Graphic Design program. The study focuses on the role of graphic design in creating inclusive communication strategies for cultural spaces and events, addressing the challenges and opportunities of balancing local identities with the expectations of international audiences in the context of a glocal culture. Globalization has introduced new cultural dynamics that challenge graphic design to communicate universally without compromising cultural specificities. Inclusive design emerges in this context as an approach aimed at representing diverse identities and promoting cultural accessibility. Graphic design can serve as a tool to preserve and communicate cultural identities, balancing globalization with local uniqueness. In a context of increasing cultural homogenization, the challenge lies in creating visual strategies that are both universal and representative. The methodology adopted combines a mixed approach, subdivided into non-interventionist and exploratory research, as well as an active generative research component, following the methods described by Martin and Hanington (2012). The exploratory component included a literature review that supported the theoretical framework, as well as a case study analyzing visual communication elements from the perspective of culture and visual identity systems. The generative research component was conducted through design projects implemented during the curricular internship, allowing for direct observation and analysis of graphic design solutions developed in real-world contexts. The results of this investigation, conducted through design projects, underline the importance of graphic design as a tool for inclusion and cultural connection. Balancing the preservation of cultural identities with adaptation to global dynamics requires a sensitive and strategic approach to foster intercultural dialogue and enhance the value of organizations and events.
Abstract: This report presents an generative investigative process developed during the curricular internship at A Oficina, as part of the Masters in Graphic Design program. The study focuses on the role of graphic design in creating inclusive communication strategies for cultural spaces and events, addressing the challenges and opportunities of balancing local identities with the expectations of international audiences in the context of a glocal culture. Globalization has introduced new cultural dynamics that challenge graphic design to communicate universally without compromising cultural specificities. Inclusive design emerges in this context as an approach aimed at representing diverse identities and promoting cultural accessibility. Graphic design can serve as a tool to preserve and communicate cultural identities, balancing globalization with local uniqueness. In a context of increasing cultural homogenization, the challenge lies in creating visual strategies that are both universal and representative. The methodology adopted combines a mixed approach, subdivided into non-interventionist and exploratory research, as well as an active generative research component, following the methods described by Martin and Hanington (2012). The exploratory component included a literature review that supported the theoretical framework, as well as a case study analyzing visual communication elements from the perspective of culture and visual identity systems. The generative research component was conducted through design projects implemented during the curricular internship, allowing for direct observation and analysis of graphic design solutions developed in real-world contexts. The results of this investigation, conducted through design projects, underline the importance of graphic design as a tool for inclusion and cultural connection. Balancing the preservation of cultural identities with adaptation to global dynamics requires a sensitive and strategic approach to foster intercultural dialogue and enhance the value of organizations and events.
Description
Relatório de Estágio apresentado à Escola Superior de Artes Aplicadas do Instituto Politécnico de Castelo Branco em associação com a Faculdade de Arquitetura da Universidade de Lisboa para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Design Gráfico.
Keywords
Design global Design inclusivo Eventos culturais Globalização Identidade visual Global design Inclusive design Cultural events Globalization Visual identity